mobile in the middle

No longer should we be thinking of mobile as a channel, we should be thinking of mobile as an enabling tool – a central utility to our life. It has become a node between our digital and physical life. 

This is a take on how brands should view the role of mobile in effecting consumer behavior… Below is are some thoughts I put together for a recent speech.

If one mention’s mobile, then one should mention the grand-daddy of it all. This picture is of Matrin Cooper, the inventor. Lore has it that this is the phone he made the first public call on in 1973 – which was, by the way, to his competitor at another company. No wonder he’s smiling.

The potential of mobile? We’ve all heard it  -“This is the year for mobile.” Whether or not it was last year, this year, or next, there is no question that it’s part of the mainstream and the associated consumer behavior has huge implications to marketers and brands.

The crux for marketers: Mobile is in the Middle. No longer should we be thinking of mobile as a channel, we should be thinking of mobile as an enabling tool – a central utility to our life. It has become a node between our digital and physical life. 

What do I mean by mobile in the middle? Mobile devices are ubiquitous tools that connects many parts of our life – not just a communication and media consumption vehicle.

The smartphone is less a phone as it is a love object! My best friend is a supercomputer in my pocket! …A friend with 4 of the 5 senses. A speaker to talk, a mic to hear, a touch screen to feel, and a camera to see. It is embraced emotionally.

So food for thought… marketers who think of mobile devices as part of a consumer journey, as a partner in the day-in-the life, will win. A creative brief and strategy written with this emotional perspective will create a very different approach than a brief with stats about usage and marketing engagement points.

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